Viu SG's Cheryl Lim steps down as brand and marketing lead

Cheryl Lim has stepped down from her role as Viu Singapore's country head of brand, marketing and communications. “As someone who’s always looking to push the creative envelope and challenge conventions while preserving the proven, I’m grateful for the opportunity to venture into a different industry and work at Viu," Lim told MARKETING-INTERACTIVE.

Lim added that it has been an exciting and thoroughly enriching period of growth for her. "I feel privileged to have worked for and alongside such strong, dynamic leaders and dedicated colleagues," she said, adding that she looks forward to what the team will do next and is confident in the team’s capabilities to continue to take the brand to greater heights. Lim joined the team last March and pushed out a refreshed brand identity and tagline for Viu not long after. 

Lim and her team also spiced up Viu's marketing during her time there. Earlier this year, for example, the streaming platform rolled out a trivia game, Viu to Win, featuring 25 trivia questions based on Viu shows across genres. Players could choose from a range of avatars in the game and Lim said previously that Viu wanted to showcase the breadth and depth of its shows and genres, as well as drive engagement among the Viu community.

Viu also pulled out all the stops for the launch of its Korean drama "Again My Life" earlier this year by handing out free ice cream and giving consumers a chance to "travel back in time".

The campaign kicked off with an exclusive watch party at Zouk earlier this year and was supported by a month-long integrated campaign which included social media postings on Facebook and Instagram, display and social advertisements, influencer engagement, content strategy, and OOH single-decker big top bus advertisements. The team also had a Time Bolt activation that allowed users to see their younger selves.

Lim's efforts paid off as the team was recently crowned Marketer of the Year at MARKETING-INTERACTIVE's Marketing Excellence Awards Singapore 2022 and also walked away with Brand of the Year at Loyalty & Engagement Awards 2022 and Event Marketer of the Year at Marketing Events Awards 2022.

She was also won gold for Marketing Leader of the Year. According to Lim, these team achievements show that despite being an underdog, the impossible is possible, with strategy, belief and teamwork needed to produce consistently high-quality of work.

Before Viu, Lim was with Manulife Singapore for four years and also led her team to win Marketer of the Year at the Marketing Excellence Awards in 2019 and 2020, as well as Event Marketer of the Year at Marketing Events Awards 2020.

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